Heather Molina from Resolution Media shared some valuable content strategy tips for brands during a recent interview with us. Heather is heading up Resolution’s Content Marketing and Digital Newsroom practice. Resolution will be using the Skyword for Agencies release of the Skyword Platform to recruit writers and create, optimize, and measure content for its clients. Here’s a quick glimpse into her insights.
Heather, as both of our organizations have seen, more and more brands are becoming publishers of content. What’s driving this trend, and what do brands need in place to do this successfully?
This reflects how things have shifted in the search space in the past 24 months. Client-side digital marketing managers are catching on to what we at Resolution saw coming down the path years ago: It’s not just about having a keyword strategy. There needs to be an overall engagement strategy, specifically one that uses behavioral data to provide insights and guide the content strategy. Relevant and fresh data count toward overall digital success. And that’s why you see big brands putting massive efforts in this area. They know that it can impact everything they are doing digitally.
One of the challenges that many brands have is maintaining the quality of the content as they scale production. How can brands ensure the level of quality needed to engage effectively with their audiences?
It is important to make sure any content that brands create meets the following criteria: be relevant, be timely, and be optimized. Once you have these basic criteria, the rest comes down to how efficient the process is. A well-defined process for building the strategy, executing against it, measuring it, and feeding it back into an ongoing strategy makes all the difference in the world.
How do you determine the right publishing frequency for a client’s program?
We determine publishing frequency by looking at the following:
Interest: It starts by assessing the opportunity. What are consumers interested in? What does our behavioral data tell us? Are there gaps anywhere between the themes the brand is covering off on now and what interests consumers?
Targeted Keywords & Themes: What are the keywords and themes that need to be addressed? Are there a great number? Or just a few? If there are a wide variety of topics, can brands build content around these topics as a relevant “news source”? This will require frequent publishing. But if there are only a few keyword themes to go after, less frequency will be needed.
Resolution Media is well known for its work in behavioral marketing, particularly with its ClearTarget™ solution, which helps your clients define their digital audiences. Can you address the synergy between what you’ll be doing in content marketing and your work in creating and targeting buyer personas?
ClearTarget™ goes beyond buyer personas. ClearTarget™ leverages various first-party and third-party data to determine ideal target audiences rooted in keyword-based behavior. ClearTarget™ not only helps brands find and engage with the right audience but is also a platform for digital strategy and planning. We don’t believe in driving just to a sale or other conversion point. We believe in helping a brand become an authority in key areas along a consumer’s digital journey.
We believe that brands need to understand the best way to target the right digital audience at the right intersection point. The foundation of everything that we do starts with ClearTarget™. Resolution has a history of architecting successful strategies with ClearTarget™, where we analyze this data and develop the best path. Content marketing is a natural evolution along this digital journey.
Last, how should companies be measuring their content marketing performance? What analytics should they use to do this well?
Measurement factors for content marketing can encompass a number of things. The most critical thing for a brand to have in place before unleashing the beast that is content marketing is a strong sense of its priorities. Agency partners should guide brands toward those metrics that will be useful in gauging success.
Measurement factors include any of the following:
- SERP (search engine results page) positioning
- Video views
- Inbound links
- Unique visits
- Leads generated
We recommend looking at a few metrics. For example, we have a client who wants to use content marketing as a way to extend their brand voice. Their end goal is to have searchable content and global scalability. We recommended a program that allows them to quickly produce content that combines their brand voice and relevant keyword phrases. The measurement metrics for this included the following:
- SERP positioning: Are these pages ranking in the search engines for a targeted keyword?
- Unique visits as a result of the content produced
- Socialization (tweets/retweets/shares)
- Inbound links to the content page
Thanks to Heather for her content marketing insights. Feel free to share your content strategy tips below.
Heather Molina, Managing Director of Content Marketing at Resolution Media, is a search engine marketing professional with 9+ years experience in search engine optimization (SEO), social media optimization (SMO), and paid search (PPC).